Which New Zealand campervan and motorhome providers are maximising their market share online?
Find out which campervan/motorhome providers are taking the lead in organic search and how they’re doing it.
FIRST has investigated the organic search engine rankings for NZ consumer searches focused on the campervan and motorhome industry, utilising FIRST’s Ranking Based Reach (RBR) analysis framework. In addition, a consumer survey was carried out to discover what would encourage Kiwis to hire a campervan.
In this campervan/motorhome industry report we discovered:
According to a NZ tourism industry report (12/2012), international visitors hired 53,710 campervans during 2011, staying an average of 16.8 days and spending a total of $447.9 million in New Zealand. Domestic residents hired a total of 10,220 campervans during the same period, staying an average of 8.9 days and spending a total of $38.1 million outside their home regions.* These numbers are likely to increase as also Google Trends show that the search term for “campervan hire nz” is continuously increasing. Companies that manage to improve their online visibility can significantly increase sales.
Search results are broadly dispersed among a wide range of competitors. In this competitive market, some providers have recognized the urgency of ranking well in organic search, nevertheless there are still many companies which are not very present within search. It would make sense for them to invest in a robust and smart search strategy.
In our survey we revealed that more than 1 out of 5 Kiwis have already hired a campervan and that most respondents were searching on Google to find a campervan or motorhome to hire. This also reflects the high importance for companies to rank at a good position in the search engine.
A considered digital strategy that integrates both organic and paid search should be a key customer acquisition and revenue driver for campervan/motorhome providers.
FIRST uses its bespoke metric called RBR (Ranking Based Reach) to estimate how well each company is ranking in search engines. RBR provides a simple way to compare a website’s search engine rankings with its competitors. RBR is an estimate of the percentage of available search traffic a website will receive for a set of phrases – this gives the sites share of search or reach. It is weighted based on the popularity of each search phrase and the relative click through rate (CTR) of each ranking position.
For the full report (PDF) please click here
Websites included in this car industry report comparison: